Journal of Survey in Fisheries Sciences 10(4S) 1008-1016 2023

Impact of Compulsive buying behaviour on Customer satisfaction and

mediating effect of Materialism
Mr. Chetan T.R1*, Dr. Hemanth Kumar. S2, Dr. Dinesh Nilkant3
1*
Assistant Professor, School of Commerce studies, JAIN (Deemed to be) University.
2
Professor, Faculty of Management Studies, CMS Business School, JAIN (Deemed to be) University.
3
Professor and Dean, Faculty of Management Studies, CMS Business School, JAIN (Deemed to be)
University.

ABSTRACT
Background: People who engage in compulsive buying tend to overspend, which results in financial hardship
and debt. Each person's materialistic tendencies have an impact on how they behave as consumers. Numerous
studies demonstrate how customers are heavily influenced by their models and partake in CBB. The
psychological motivations lead to consumers' CBB. Individuals who are high in public self-consciousness are
quite aware about their public image and use luxury goods to enhance their stature in the society. Materialistic
individuals often relate possessions of goods to happiness and thus indulge in CBB. This study evaluates the
impact of compulsive buying behaviour over customer satisfaction and the mediating effect of materialism
over the same.
Statistical Analysis: The study was confined to Bengaluru Urban area on 185 probabilistically sampled
customers to analyse the impact of compulsive buying behaviour and mediating effect of materialism over
customer satisfaction. In this research to examine the impact, the dependent variable chosen is Customer
satisfaction and the independent variable is compulsive buying behaviour and materialism playing mediating
role. The primary data was collected through structured questionnaire.
Findings: The research depicts the materialism factor has major impact on customer satisfaction.
Application: The conclusion of this study shows that there is significance mediating effect of materialism over
customer satisfaction and mediocre effect of compulsive buying behaviour on customer satisfaction.

Key words: Compulsive buying behaviour (CBB), Materialism, Customer Satisfaction.

1. INTRODUCTION The self-observation is monitoring one’s

Many product market opportunities are
available to the post-modern consumers of
present-day globalized economy.
The competitive product-marketers produce
and supply a variety of products and a number
of brands to choose from and, these products
are targeted to the consumers in every possible
way, as part of the marketer’s push strategy.
One of the major areas of concern in marketer-
consumer relation is the growing influence and
utilization of the credit market, an outcome of
compulsive buying, which has negatively
affected the consumers, leading them to
unmanageable debt levels. These factors are
classified into socio-cultural, psychological,
psychiatric and theological domains. The
factors can be further divided into external and
internal. The response (buying) is rationalized
using the self–regulation mechanism. The
potential buyer goes through the process of
self-observation, judgement, self-reaction and
self-regulation.
action to provide diagnostic information about
the impact of behaviour and attainment of
goals.
Compulsive buying behaviour (CBB) has been
an important area of research in consumer
behavior research with the importance of CBB
as a negative aspect of consumer behaviour.
Compulsive buying can harm not only the
individual but his/her family and society and
can result in overspending, extreme
indebtedness, and bankruptcy. Substantial
research further suggests that people highly
oriented toward the acquisition of wealth and
possessions report relatively low levels of
well-being. Werner Guth (2000). Richins and
Rudimin (1994) - have reviewed how
materialistic tendencies are associated with
individual’s identities, use of money,
motivation for work, and social behaviour.
Substantial research further suggests that
people highly oriented toward the acquisition
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Journal of Survey in Fisheries Sciences
of wealth and possessions report relatively low
levels of well-being. (Belk,1985).
The focus is shifting from the purchase of
provisions to satisfy the physical needs of
oneself towards the use of consumer goods as
a distinctive means of acquiring and
expressing a sense of self identity. (Dittmar &
Beatty 1998), regulatory emotions (Elliott
1994) or gaining social status (McCracken
1990). Changes have enhanced the complexity
of consumption (Mick, Broniarczyk & Haidt,
2004) and created an atmosphere that has
turned out to be more favorable for the risk of
compulsive behaviour than before. The belief
that consumer goods are an important route
towards success, identity and happiness
(Dittmar 2000) are core values of consumer
society.
India is one of the oldest civilizations and has
profound values on money, materialism and
consumption. However, during last two
decades the wave of globalization has brought
India much closer to rest of world both
culturally and economically. Advancement of
shopping malls, retail brand, exclusive stores
and use of media with best of its creativity and
reach to persuade consumers has made a
positive change in the consumer response to
market stimuli. Consequently, the studies on
antecedents of compulsive buying have
increased in recent years. Materialism and
compulsive buying are the two important
factors which influence the buying decisions
of consumers and also distinguish them from
each other. Materialism and Compulsive
Buying Behaviour are underscore concepts for
marketers, researchers and pollsters.
Materialistic attitude is one of the determinants
of compulsive buying (Yurchisin and Johnson,
2004) and thus influences the buying decisions
of consumer. Researchers found out that
materialistic attitude are the main cause that
gives rise to compulsive buying tendencies
(Dittmar 2005; Richins, 2004).
2. LITERATURE REVIEW
Compulsive consumption is defined as "a
response to an uncontrollable drive or desire to
obtain, use, or experience a feeling, substance,
or activity that leads an individual to
repetitively engage in a behavior that will
ultimately cause harm to the individual and/or
10(4S) 1008-1016 2023
to others" (O' Guinn and Faber, 1989, p. 148).
Research suggests that compulsiveness is
manifested in binge eating (Faber et al., 1995),
hyperactive online and in-store purchasing
(Chang et al., 2011;Johnson and Attmann,
2009), gambling ( Balabanis, 2002), hoarding
(Cherrier and Ponnor, 2010), credit card
misuse ( Palan et al., 2011), and unrestrained
media usage (Yang, 2006).
Compulsive buying behaviour concept is
defined in literature as a “chronic, repetitive
purchasing behavior that occurs as a response
to negative events or feelings” (O'Guinn &
Faber, 1989). Fantasies also allows to rehearse
the expected positive outcomes and as a means
to avoid focusing on the negative problems.
Further, when an individuals’ need for safety
and security are not met, they tend to place
greater emphasis on desires and materialistic
values which translate into buying as a
mechanism to climb up or claim status
(Neuner, Raab, & Reisch, 2005).
Valence et al. (1988) explain that anxiety
triggers spontaneity within an individual and
encourages the consumer to reduce tension by
engaging in compulsive buying. Therefore, it
is argued that the primary motivation for a
buyer to engage in compulsive buying
behavior is to escape from anxiety. (J. Roberts,
A. & Jones, 2001; J. Roberts, A. & Pirog,
2004), to relieve stress and eventually make
them feel happy (J. Roberts, A. & Jones,
2001). It has also been suggested that the
anxiety experienced by the individual can be
attributed as both the cause and effect of
compulsive buying.
Valence et al. (1988) suggest two major groups
of factors that may trigger compulsive buying
by inducing anxiety within the individual. The
two factors are 1) socio-cultural factors
(culture, the commercial environment and
advertising activities) that stress on
materialistic ideals and 2) psychological
factors (personality-situation interaction,
family environment, genetic factors).
Richins and Dawson (1992) discussed
materialism differently than Belk. They
describe this concept as a concept where
individuals have material acquisition at the
nub of their lives and view these material
possessions as the source of their happiness.
They believe that materialistic consumers
judge personal success as a function of the
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 Impact of Compulsive buying behaviour on Customer satisfaction and mediating effect of Materialism
quality of possessions owned. Materialistic
people have perceptual compression to
purchase goods to exhibit to society, this
paint’s disconsolate picture of consumption
behavior of a materialistic (Hirschman, 1991;
Baumeister et al., 1998; Shiv & Fedorikhin,
1999) and against one’s subjective and
collective wellbeing.
Materialism is defined as “accepting worldly
possessions above all other things and perceive
it as a source of happiness” (Belk, 1987; Belk
& Pollay, 1985). The relationship between
people and material goods is undoubtedly
fundamental to the concept of materialism
(Ger & Belk, 1996) and materialism now
seems to have spread out more of the world’s
people like a technological invention or new
trends. Several researchers have found
perceive social status to be associated with
materialism (Fah, Foon, & Osman, 2011).
2.1 Proposed Model
The model used in this survey is focussing on
the Compulsive aspect of consumers and the
impact on customer satisfaction while
depicting the mediating impact of materialism
on satisfaction levels of customer.
Fig 2.1: Theoretical framework of the study
3. RESEARCH METHODOLOGY
3.1 Statement of Problem
This research study will explore empirically
and validate the influence of relationship
between the Compulsive buying behavior and
its influence on customer satisfaction, through
mediating relationship of materialism of
consumers.
3.2 Scope of the study
• The study focuses on understanding the
compulsive buying behaviour of consumers.
• The geographical area focused to collect the
samples is Bengaluru since the lifestyle and
spending capabilities of the consumers are
pretty high
• This study focusses more on factors like
compulsiveness of consumers, materialistic
value towards mobile phones and satisfaction
after purchase.
3.3 Research Objectives
• To study the impact of compulsiveness over
customer satisfaction as the main variable of
the study
• To understand the impact of materialism over
customer satisfaction during the act of
buying.
• To determine the mediating effect of materia-
lism and compulsive buying behaviour over
customer satisfaction.
3.4 Hypothesis
H0: There is significant impact of compulsive
buying behaviour over customer satisfaction
H1: There is relationship between materialism
and customer satisfaction
H2: There is relationship between and Compu-
lsiveness and materialism over customer
satisfaction
3.5 Sampling
The sample selected for this study is from
Bengaluru population since it best suits for the
study and the gap found in analysing the
variables and relationship over others. There
were 185 respondents belonging different
categories were approached as representatives
of the population.
3.6 Data collection
Primary data was collected through a
structured questionnaire focussing the
different dimensions of the study and research
queries. Convenient sampling technique was
found as the techniques suitable for this study
to collect data for this study. The study is also
backed up by the secondary data taken from
internet like web resources, and online
libraries article sources, literatures and other
documents like books.
3.7 Data Analysis and Software used
The study is based on the research questions
which help to develop hypothesis. The data
collected is analysed using the IBM SPSS 20.0
software. Different statistical methods like
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Journal of Survey in Fisheries Sciences 10(4S) 1008-1016 2023

ANOVA, Correlation was conducted to CONSUMER

3. 9 0.823
SATISFACTION
analyse the relationship between the study OVERALL 34 0.848
variables.
Reliability analysis and validity of the data
4. Statistical Analysis prove that the Overall co-efficient alpha
4.1 Reliability Tests: (Cronbach Alpha), is 0.848. This shows that
S NO NAME OF
CONSTRUCT
THE NO OF
ITEMS
ALPHA
the data’s internal consistency level is
1. COMPULSIVE BUYING
10 0.872
satisfactory.
BEHAVIOUR
2. MATERIALISM 15 0.849
FINDING THE MEAN DIFFERENCE BETWEEN AGE AND COMPULSIVE BUYING
BEHAVIOR
MEAN
DF SQUARE F SIG.
I will have a rush like feeling when I shop Between Groups 4 2.811 2.422 0.025
electronic gadgets Within Groups 181 1.160
Total 185
I am an emotional shopper while purchasing Between Groups 4 4.842 3.256 0.004
electronic gadgets Within Groups 181 1.487
Total 185
My worries and problems will vanish during my Between Groups 4 2.197 1.791 0.098
shopping experience at the gadgets store Within Groups 181 1.227
Total 185
I buy electronic gadgets for maintaining my Between Groups 4 1.987 1.446 0.194
social image Within Groups 181 1.374
Total 185
My cultural factors are responsible for my Between Groups 4 2.032 1.177 0.317
buying behavior Within Groups 181 1.726
Total 185
When I have money, I cannot help but spend Between Groups 4 1.467 1.142 0.336
part or all of it or most of it on electronic gadgets Within Groups 181 1.284
Total 185
I often buy new electronic gadgets I see, without Between Groups 4 3.651 2.937 0.008
planning, just because I want to have it Within Groups 181 1.243
Total 185
I sometimes feel that something inside pushed Between Groups 4 2.182 1.849 0.087
me to go shopping electronic gadgets Within Groups 181 1.180
Total 185
There are times when I have a strong urge to buy Between Groups 4 5.945 3.699 0.001
electronic gadgets Within Groups 181 1.607
Total 185
I often have an unexplainable urge, a sudden Between Groups 4 3.095 2.697 0.014
and spontaneous desire, to go and buy gadgets Within Groups 181 1.148
Total 185

The observed F value is 2.422 and the
significance value is 0.025 which shows there
is a difference in the particular segment
between the different age groups for the
construct ‘I will have a rush like feeling when
I shop electronic gadgets’.
The observed F value is 2.422 and the
significance value is 0.004 which shows there
is a difference in the particular segment
between the different age groups for the
construct ‘I am an emotional shopper while
purchasing gadgets’.
The observed F value is 3.699 and the
significance value is 0.001 which shows there
is a difference in the particular segment
between the different age groups for ‘There are
times when I have a strong urge to buy
electronic gadgets.
The observed F value is 2.697 and the
significance value is 0.014 which shows there
is a difference in the particular segment
between the different age groups for, ‘I often
have an unexplainable urge, a sudden and
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 Impact of Compulsive buying behaviour on Customer satisfaction and mediating effect of Materialism

spontaneous desire, to go and buy electronic there is no difference in the particular segment
gadgets’. between the different age groups.
The other variables show their significance
values are greater than 0.05, which means

ANOVA TEST FOR AGE AND MATERIALISM

DF MEAN SQUARE F SIG.
I possess the electronic gadgets for Between Groups 5 4.284 3.329 0.003
showcasing my status in the society Within Groups 180 1.287
Total 185
The materialistic value of the gadgets which Between Groups 5 3.770 2.629 0.016
I purchase determine my wealth Within Groups 180 1.434
Total 185
The gadgets which I possess bring Between Groups 5 4.312 3.152 0.005
extravagant happiness Within Groups 180 1.368
Total 185
The gadgets purchase shows the Between Groups 5 4.068 2.618 0.016
materialistic behavior of myself Within Groups 180 1.554
Total 185
The societal status is based upon the Between Groups 5 5.129 2.977 0.007
possession of gadgets which is considered as Within Groups 180 1.722
a material of both investment and luxury Total 185
I admire people who own expensive Between Groups 5 2.884 2.098 0.052
electronic gadgets Within Groups 180 1.374
Total 185
I don't place much emphasis on the amount Between Groups 5 5.187 3.142 0.005
of material objects people own as a sign of Within Groups 180 1.651
success Total 185
The electronic gadgets I own say a lot about Between Groups 5 4.118 2.883 0.009
how I'm doing in life Within Groups 180 1.428
Total 185
I like to own electronic gadgets that impress Between Groups 5 6.415 4.194 0.000
people Within Groups 180 1.530
Total 185
I like a lot of luxury in my life Between Groups 5 10.254 6.418 0.001
Within Groups 180 1.600
Total 185
I have all the things I really need to enjoy Between Groups 5 1.728 1.244 0.267
life Within Groups 180 1.318
Total 185
My life would be better if I owned certain Between Groups 5 3.017 2.126 0.047
gadgets I don't have Within Groups 180 1.524
Total 185
I wouldn't be any happier if I did not own Between Groups 5 7.290 4.971 0.000
nicer electronic gadgets Within Groups 180 1.467
Total 185
I'd be happier if I could afford to buy more Between Groups 5 4.573 3.120 0.002
electronic gadgets Within Groups 180 1.438
Total 185
It sometimes bothers me quite a bit that I Between Groups 5 7.111 5.003 0.001
can't afford to buy all the electronic gadgets Within Groups 180 1.405
I would like Total 185

Highest mean score of 2.20 is observed for the
age group of “31-35” with reference to the
variable “I possess the electronic gadgets for
showcasing my status in the society”. The
observed F value is 3.329 and the significance
value is 0.003 which shows there is a
difference in the particular segment between
the different age groups
Highest mean score of 2.20 is observed for the
age group of “25-30” with reference to the
variable “The materialistic value of the
gadgets which I purchase determine my
wealth”. The observed F value is 2.629 and the
significance value is 0.016 which shows there
is a difference in the particular segment
between the different age groups.
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Journal of Survey in Fisheries Sciences 10(4S) 1008-1016 2023

Highest mean score of 2.50 is observed for the
age group of “25-30” with reference to the
variable “The gadgets which I possess bring
extravagant happiness”. The observed F value
is 3.152 and the significance value is 0.005
which shows there is a difference in the
particular segment between the different age
groups.
Highest mean score of 2.77 is observed for the
age group of “51 and Above” with reference to
the variable “The gadgets purchase shows the
materialistic behavior of myself”. The
observed F value is 2.618 and the significance
value is 0.016 which shows there is a
difference in the particular segment between
the different age groups.
Highest mean score of 2.75 is observed for the
age group of “less than 25” with reference to
the variable “The societal status is based upon
the possession of gadgets which is considered
as a material of both investment and luxury”.
The observed F value is 2.977 and the
significance value is 0.007 which shows there
is a difference in the particular segment
between the different age groups.
The other variables show there is significance
values are greater than 0.05, which means
there is no difference in the particular segment
between the different age groups.

ANOVA TEST FOR AGE AND CONSUMER SATISFACTION

df Mean Square F Sig.
I feel satisfied after buying gadgets from Between Groups 5 0.923 0.639 0.699
regular electronic gadgets shop Within Groups 180 1.444
Total 185
I have a sense of belonging after purchasing Between Groups 5 0.880 0.619 0.716
electronic gadgets from the regular shop Within Groups 180 1.423
Total 185
I recognize this electronic gadgets store as my Between Groups 5 1.888 1.235 0.286
family store Within Groups 180 1.529
Total 185
I recognize and recommend this store to my Between Groups 5 1.528 1.093 0.365
friends, relatives and family members Within Groups 180 1.398
Total 185
I will repeatedly purchase gadgets from this Between Groups 5 2.097 1.453 0.192
store as the electronic gadgets store has more Within Groups 180 1.444
collections which exceeds my expectation Total 185
The interior design of the store is pleasant and Between Groups 5 4.082 3.079 0.006
makes to purchase because of the ambience Within Groups 180 1.326
Total 185
The store which I purchase is a trusted store Between Groups 5 1.358 0.934 0.470
and serves the city/town for several years Within Groups 180 1.453
Total 185
I'm satisfied with the Quality hallmarking of Between Groups 5 3.803 2.997 0.007
the products (i.e., BIS). Within Groups 180 1.269
Total 185
The Customer service associate assists me in Between Groups 5 1.506 1.373 0.223
all the avenues to reach the electronic gadgets Within Groups 180 1.097
section where I should select the gadgets. Total 185

Highest mean score of 3.03 is observed for the
age group of “31-35” with reference to the
variable “The interior design of the store is
pleasant and makes to purchase because of the
ambience”. The observed F value is 3.079 and
the significance value is 0.006which shows
there is a difference in the particular segment
between the different age groups.
Highest mean score of 3.71 is observed for the
age group of “31-35” with reference to the
variable “I'm satisfied with the Quality
hallmarking of the products (i.e., BIS).” The
observed F value is 2.997 and the significance
value is 0.007 which shows there is a
difference in the particular segment between
the different age groups.
The other variables shows there significance
values are greater than 0.05, which means
there is no difference in the particular segment
between the different age groups.
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 Impact of Compulsive buying behaviour on Customer satisfaction and mediating effect of Materialism

KMO AND BARTLETT'S TEST – The Computed KMO value is 0.944 which is
COMPULSIVE BUYING BEHAVIOR higher than the expected value of 0.5 shows the
Kaiser-Meyer-Olkin Measure of
0.934 collected primary dataset shall be administered
Sampling Adequacy. into the data reduction technique-factor
Bartlett's Test of Approx. Chi-Square 28,29.701
analysis.
Sphericity Df 1,810
Sig. .000

COEFFICIENT AND COLLINEARITY TEST FOR CONSUMER SATISFACTION ON

COMPULSIVE BUYING DIMENSION
Unstandardized Standardized
Coefficients Coefficients Collinearity Statistics
Std.
B Error Beta t Sig. Tolerance VIF
(Constant) -0.039 0.041 -0.949 0.343
I feel satisfied after buying gadgets
0.029 0.015 0.035 1.867 0.026 0.338 2.956
from regular electronic gadgets shop
I have a sense of belonging after
purchasing electronic gadgets from the 0.003 0.016 0.004 0.180 0.857 0.307 3.261
regular shop
I recognize this electronic gadgets store
0.015 0.015 0.019 0.986 0.325 0.317 3.155
as my family store
I recognize and recommend this store to
my friends, relatives and family 0.057 0.017 0.071 3.351 0.001 0.276 3.620
members
I will repeatedly purchase gadgets from
this store as the electronic gadgets store
0.048 0.015 0.060 3.198 0.001 0.352 2.844
has more collections which exceeds my
expectation
The interior design of the store is
pleasant and makes to purchase because 0.124 0.012 0.149 10.354 0.000 0.589 1.699
of the ambience
The store which I purchase is a trusted
store and serves the city/town for 0.104 0.017 0.130 6.239 0.000 0.283 3.538
several years
I'm satisfied with the Quality
0.126 0.017 0.148 7.445 0.000 0.308 3.249
hallmarking of the products (i.e., BIS).
The Customer service associate assist
me in all the avenues to reach the
0.120 0.019 0.131 6.293 0.000 0.284 3.515
electronic gadgets section where I
should select the gadgets.
The customer service associate in this
store is never busy and promptly 0.123 0.018 0.134 6.798 0.000 0.315 3.179
responds to the customers.
The electronic gadgets store has proper
0.265 0.019 0.289 14.341 0.000 0.301 3.323
display of the ornaments

important in testing the difference or finding

a. Dependent Variable: Consumer Satisfaction
The Consumer satisfaction variables prove
that none of the VIF values for the predictor
variables in this study are greater than 5 and
also tolerance are below 0.25, which indicates
that multicollinearity will not be a problem in
the regression model.
5. FINDINGS AND CONCLUSIONS
Findings:
A simple Percentage analysis shows the
demographic distribution of the respondents.
These demographic factors are found to be
the association between the variables to
provide a logical interpretation.
Descriptive statistics show the mean scores of
the variables and the normality measures
which demonstrate the normal distribution of
the data.
One-way ANOVA test the difference between
the groups in terms of mean to determine
whether there is any statistical difference or
not. In this study, the researcher compared the
mean difference among the groups in the
constructs namely “Compulsive buying
behaviour”, “Materialism” and Customer
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Journal of Survey in Fisheries Sciences
satisfaction. All these constructs were tested
with the demographic factors for testing the
difference.
The Chi-Square test is used to find out the
association. The null and alternative
hypothesis is generated to test the association
between two categorical variables. In this
study, the construct of Compulsive buying
behaviour is tested with qualification and
employment status.
The p-value is 0.000 which shows that there is
an association between qualifications and
worries and problems vanish during my
shopping. The p-value is 0.041 which shows
that there is an association between
qualification and buying electronic gadgets for
maintaining the social image. The p-value is
0.001 which shows that there is an association
between qualification and cultural factors
responsible for buying. The p-value is 0.012
which shows that there is an association
between qualification and buy have a strong
urge to buy electronic gadgets.
The factor analysis is a data reduction
technique used to find out the most important
variables affecting the study which is extracted
using Varimax rotation where the variables
which are less than the score of 0.5 is
suppressed. Out of 34 statements, 10
statements were found to be important.
SEM is a statistical technique used to measure
the assess the relationship between observed
and latent variables. It is equivalent to
regression analysis and powerful in logical
interpretation.
Measurement model fit indicators for
compulsive buying behaviour effect of
materialism and happiness on customer
satisfaction comparative fit index (CFI) value
of .945 indicates the good model fit and also
we found that Goodness-of-fit index (GFI)
Adjusted Goodness of fit index (AGFI)
evidenced values also show the model is
satisfied with the recommended model fit
index. The regression weight table shows that
the observed variable is positively affected by
0.001 per cent. The variable construct
Materialism and the "Compulsive buying
behaviour" which is significant where the p-
value is 0.005.
CONCLUSION:
10(4S) 1008-1016 2023
Internal Motivation is one of the important
elements of compulsive buying. On the
contrary impulsive buying behaviour is highly
unplanned whereas compulsive buying is
deeply or inwardly motivated. Previous
researches and expert interpretations show that
compulsive buyers run into consequences like
financial difficulties, quarrels with the family
and so on. This is called shopping addiction.
However, this study focuses on the compulsive
buying behaviour of gadgets where the
purchase of electronic gadgets is perceived to
be an investment in a country like ours. The
researcher would like to narrate the findings
and the experiences in this section.
The results of the correlation analysis show
that compulsive buying behaviour,
materialism, and consumer satisfaction are
interrelated. While in western countries
compulsive buying is looked at as a disorder,
our country has elevated and converted
compulsive buying into materialistic value and
resulting in happiness and satisfaction. Such a
very big market is buying gadgets.
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